Ogilvy & Mather Creative Chief on Holiday Inn Express
RBR-TVBR spoke with Zach Korman, Creative Director, Ogilvy & Mather, about Holiday Inn Express’s new, multi-million dollar Stay Smart campaign which features two new TV spots that bring back renowned tag, “But I Did Stay at a Holiday Inn Express Hotel Last Night”. We asked who the target audience is and how the creative was crafted to will resonate with that audience:
Said Korman: “Our target audience is the smart traveler, 25-45 years old. Skewing, but not 100% male. Pragmatism & practicality drive choice in this category. Our target doesn't want to pay for more than what they want or need. When they do this, they feel SMART. Creatively the campaign celebrates that wisdom. We wanted to refresh a beloved campaign and reintroduce it a current audience by developing new and unexpected scenarios where we see our heroes demonstrating those exceptional "smarts." By giving the ads a slight cinematic feel, we felt we could add to the misdirect as a consumer might not take it for a broad comedy piece initially, helping to add weight to our inevitable punchline.”
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